…But Everyone Is Your Brand.

They may not be in sales, but everyone in your organization affects the way your brand is perceived.  Back office people build or break down the brand based on how well they provide the support services on which customers — and other team members — depend.  Front line people either deposit to your brand’s goodwill account with every transaction, or make a withdrawal.  All of which begs the question: does everyone in your organization agree on the brand you hope to present to the customer?